Indesit launches #DoItTogether campaign

Indesit

Indesit will be taking its brand marketing to the next level in 2017, with an integrated marketing campaign in the UK, Italy, Russia and France.

The #DoItTogether campaign will trigger vital public debate on how to share the burden of housework in a better way. While the message is important, the tone will be light-hearted and make creative use of an online campaign, interactive social media experiments and even an online series.

Latest UK research, completed by Fly Research, shows that despite the growing gender equality movement, household chores revert back to stereotypes when families have children – with women doing up to 81% of all household chores when they become mums.

Further research, by OECD, allowed Indesit to compare the UK with France, Italy, and Russia, and stated: “on average, female partners spend twice as much time on housework than their partners”. The OECD study confirmed 64.5% of housework is still done by Russian women2, whilst in Italy 80% of the housework is done by women3, and 73% of housework in France is still done by women4.

“Through the #DoItTogether campaign, Indesit aims to raise awareness of this social challenge in a light-hearted yet thought-provoking manner”, said Ian Moverley, Brand Communications Director, for Indesit. “Our positive call to action, ‘DoItTogether’, invites all family members to take a share in the housework.”

The campaign will combine online and offline marketing initiatives including significant use of social media platforms. Ian Moverley explains: “This powerful campaign will be driven by content and social experiences that will seek to engage consumers with these issues while showing Indesit’s products at the heart of modern families’ daily lives.”

For more information on the Indesit appliances, contact your account manager, or visit the website.

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